Grounded's proprietary approach to research helps identify real world connections between brand, retail and shopper. Building shopper led retail strategies that inform design development, execution and validation. Ensuring nothing is Lost in Translation.

4 WAYS OF WORKING

DELIVERING FOR BRANDS & RETAILERS

Grounded bring a shopper perspective to products, brands and environment. Understand where consumer relationships are disconnected or lost in store and develop ways to build trust through valuable experiences.

Retail activation requires an approach that balances the needs of multiple stakeholders. Grounded help bring together partnerships, ensuring store programmes respond to the brand, product, category and retail environment.

SHIFT PERSPECTIVES THROUGH SHOPPER LED THINKING

GROUNDED HELP BUSINESSES INVESTIGATE THE ISSUES FACING BRANDS & RETAILERS IN BUILDING INSTORE PROGRAMMES. ENSURING RESEARCH IS ASKING THE RIGHT QUESTIONS AND NEW PROGRAMMES ARE BUILT ON THE RIGHT PREMISE.

STRATEGIC SERVICES BRING DEFINITION AND OBJECTIVITY TO ENSURE THAT ANY INVESTMENT IS CLEARLY FOCUSSED ON DELIVERING VALUABLE AND RELEVANT CONNECTIONS WITH THEIR AUDIENCE. INTRODUCING SHOPPER LED THINKING.

STRATEGIC SERVICES

ISSUE AND STRATEGY DEFINITION

Assessing current approaches being used for retail marketing and identifying the issues facing successful implementation in-store.

RETAIL AND MARKET ASSESSMENT

Observations and guidance on the retail landscape. Assesing opportunities and the limitations imposed by the retail space and it's impact on marketing.

BUILDINGSHOPPER THINKING

Understanding todays shopper behaviour, mindests and journey. How to adapt marketing in-store for shopper led thinking.

PRODUCT &CATEGORY ASSESSMENT

Beyond consumer mindsets. Helping brands and retailers understand how in-store can change the relationship shoppers have with brands and products.

Bringing Metrics and Clarity to a Subjective World

MORE THAN JUST A RESEARCH COMPANY. GROUNDED USE PROPRIETARY RESEARCH METHODOLOGIES TO BRING METRICS AND AN OBJECTIVE PERSPECTIVE TO RETAIL STRATEGY. EMPOWERING BRANDS AND RETAILERS TO MAKE MORE INFORMED INVESTMENT DECISIONS.

WITH RESEARCH EXPERTISE SPANNING SHOPPER BEHAVIOUR, RETAIL TRENDS AND QUANTITIVE ANALYSIS, WE HELP BUILD UNDERSTANDING OF BRAND ISSUES, PRODUCT PERSPECTIVES, FOUNDATIONS FOR RETAIL PROGRAMMES AND THE SUPPORT FOR RETAIL ACTIVATION.

RESEARCH SERVICES

SHOPPER JOURNEY'SAND PERSPECTIVES

Identifying shopper mindsets and their resultant purchasing decisions. Bringing metrics and analysis to the current journey and experience in store.

PATTERNS ANDTRENDS

Assessing shopper trends in todays changing multi channel world. Establishing the current patterns and areas of investment for building tomorrows retail experience.

RETAILSCOPING

Programmes to validate current display programmes, in store communication and marketing. Ground floor metrics and analysis for in-store acceptance and programme delivery.

TESTINGPROGRAMMES

Proprietary research that brings metrics to the interplay of shopper and the retail space. A platform for continual programme assessment from inception through roll out.

PROGRAMMES TO DELIVER SHOPPER LED STRATEGIES

A RANGE OF SERVICES THAT CONVERT SHOPPER STRATEGIES INTO ACTIONABLE IN-STORE PROGRAMMES. A PARTNERSHIP FROM THE BEGINNING THAT WORKS TO GAIN BUSINESS BUY IN, BUILD RETAILER PARTNERSHIPS AND ENSURE SUCCESS THROUGH CONTINUED ASSESSMENT.

ENSURING THAT NOTHING IS LOST IN TRANSLATION FROM INSIGHTS INTO THE DESIGN PROCESS, THROUGH TO EXECUTION.

TECHNOLOGY

UNDERSTANDING THE IMPACT OF DISPLAY INSTORE

INCREASED PRODUCT COMPETITION IN THE DIY SECTOR HAD IMPACTED THE DIY MARKET LEADERS. THIS LACK OF DIFFERENTIATION WAS BEING REFLECTED WITH SALES AT THE POINT OF PURCHASE.

GROUNDED DEVELOPED A SHOPPER LED PROGRAMME TO IDENTIFY IN STORE PERCEPTIONS OF BRANDS AND CURRENT MARKETING AND COMMUNICATION. GROUNDED PROVIDED METRICS AND INSIGHT TO DEFINE A NEW CRITERIA FOR POINT OF PURCHASE AND INSTORE COMMUNICATION; PROVIDING THE FRAMEWORK FOR BRIEFING DESIGN AGENCIES AND ASSESSING DEVELOPMENT. THIS HAS RESULTED IN MARKET LEADING EXECUTION FOR THE CLIENT'S EUROPEAN, MIDDLE EAST AND AFRICAN REGIONAL ROLL-OUT.

NEW SHOPPER MISSIONS

SHOPPER JOURNEY | TRENDS | SHOPPER VALIDATION

CURRENT DISPLAY PROGRAMMES WERE NOT FULFILLING SHOPPER MISSIONS FOR A FOOD BRANDS PRODUCT RANGE. GROUNDED DEVELOPED A SHOPPER INSIGHT PROGRAMME TO MEASURE AND EVALUATE SHOPPER MISSIONS AND NEEDSTATES ACROSS THE PRODUCT RANGE, DISPLAY AND RETAIL CHANNELS.

GROUNDED IDENTIFIED PATTERNS AND DIFFERENCES ACROSS THE VARIOUS PRODUCT RANGES, GENERATING CRITERIA FOR REVISED DISPLAY FORMATS.

GROUNDED PROVIDED CONTINUED ASSESSMENT BY VALIDATING THE NEW APPROACH THROUGH AN IN-STORE 'TEST AND LEARN' INITIATIVE BEFORE INVESTING IN ROLL OUT.

BUILDING BRAND & RETAIL PARTNERSHIPS

RETAIL ASSESSMENT | TEST PROGRAMMES | RETAIL SCOPING

A LEADING DRINKS BRAND NEEDED TO UNDERSTAND THE POTENTIAL OPPORTUNITY OF A DISPLAY PROGRAMME WITH A MAJOR RETAILER.

GROUNDED DEVELOPED RESEARCH CRITERIA AND AN INSTORE AUDIT TO ASSESS THE POTENTIAL FIT, REAL WORLD VIABILITY AND COMPLIANCE. THE RESULTS HELPED UNDERSTAND THE RETURN ON INVESTMENT AND THE FULL IMPACT OF THE INITIATIVE BEFORE COMMITING. GROUNDED'S INSIGHTS IDENTIFIED ADDITIONAL MARKETING OPPORTUNITIES FURTHERING THE BRAND & RETAILER PARTNERSHIP.

RELATING TO BRAND & PRODUCTS IN STORE

AS PART OF A MULTI CHANNEL REVIEW OF COMMUNICATION, GROUNDED WAS ASKED TO BRING A CLEAR PERSPECTIVE OF SHOPPER PERCEPTIONS AND INSTORE EXPERIENCE OF CONSUMER TECHNOLOGY.

GROUNDED DEVELOPED AN INSIGHTS PROGRAMME ACROSS KEY RETAIL PARTNERS TO ASCERTAIN IDEAL SHOPPER JOURNEY'S, THEIR ASSOCIATED NEEDS, WANTS AND EXPECTATIONS. PATTERNS AND REQUIREMENTS WERE COMPARED WITH TODAYS RETAIL REALITY AND COMPETITOR APPROACHES TO DEVELOP INNOVATIVE SHOPPER LED SOLUTIONS TO CATEGORY MANAGEMENT. THIS APPROACH HAS LED TO DIALOGUE WITH RELEVANT RETAIL PARTNERS FOR INCREASED INVESTMENT AND SHARED OPPORTUNITY.

GLOBAL AUDIT FOR RETAIL DISPLAY PROGRAMMES

PART OF BUILDING IT'S BRAND COMMUNICATION, A SPORTS TECHNOLOGY BRAND WANTED TO ASSESS THE VIABILITY OF IMPLEMENTING A SINGLE RETAIL MARKETING APPROACH FOR ALL IT'S CHANNELS AND INTERNATIONAL MARKETS.

GROUNDED FORMULATED AND EXECUTED A RETAIL AUDIT ACROSS EIGHT KEY COUNTRIES. EVALUATING AND MEASURING RETAIL REQUIREMENTS TO IDENTIFY PATTERNS, GAPS AND OPPORTUNITIES FOR MULTI MARKET DELIVERY. FORMULATED ON FACT BASED INFORMATION FROM SHOPPERS AND RETAILERS, GROUNDED CREATED A NARRATIVE FOR A COMPLETE RE-DESIGN OF THEIR DISPLAYS THAT WILL UNDERPIN THEIR NEW RETAIL PROGRAMME.

NEW SHOPPER TACTICS, PATTERNS & RELATIONSHIPS

RECESSIONARY PATTERNS, INFORMED CONSUMERS AND NEW SHOPPING CHANNELS HAVE CHANGED OUR DECISION MAKING. CHANGING NOT ONLY WHERE AND HOW WE SHOP BUT WHAT WE BUY.

OWN LABEL STRATEGIES FROM PROGRESSIVE RETAILERS HAVE CREATED NEW RELATIONSHIPS WITH SHOPPERS AND CONSUMERS THROUGH NEW PRODUCTS AND SERVICES. BRANDS NEED TO 'RECONNECT WITH SHOPPER' AS STRONG RELATIONSHIPS AT THE POINT OF PURCHASE HAVE NOT ONLY FOCUSSED CONSUMPTION HABITS BUT DEVELOPED STRONG TIES.

AS BRANDS BUILD RELATIONSHIPS THROUGH ONLINE CHANNELS, THESE NEED TO BE AFFIRMED IN THE REAL PHYSICAL WORLD. INSTORE AND RETAIL CAN BUILD BRANDS, DEVELOP 'REAL' VALUE AND REDEFINE SHOPPER PATTERNS.

OPEN & INFORMED SHOPPER

CONSUMER, CUSTOMER OR SHOPPER? IN AN OPEN WORLD WHERE TRADITIONAL BOUNDARIES OF SPACES ARE CHANGING, OUR BRAND RELATIONSHIPS AND PURCHASING DECISIONS ARE DEVELOPED AND INFORMED THROUGH VARIOUS CHANNELS, WITH OPINIONS THAT ARE CROWD SOURCED AS MUCH AS EVOLVED THROUGH MEDIA.

CONSUMERS ARE MORE INFORMED ABOUT THEIR SHOPPING DECISIONS BEFORE THEY EVEN REACH RETAIL SPACES. 80% OF SHOPPER JOURNEY'S START ONLINE AND 51% SPECIFICALLY RESEARCH ONLINE TO THEN BUY IN STORE.

BRANDS AND RETAILERS NEED TO ENSURE THAT OPENESS AND CONNECTION IS CONTINUED IN STORE, WITH INFORMATION THAT COMPLETES A SHOPPER JOURNEY STARTED IN OTHER CHANNELS. IDENTIFY HOW INFORMATION COMPLETES THE SHOPPER JOURNEY FOR 'AWARE AND CONNECTED CONSUMERS' TO ADD 'REAL VALUE'.

GOOD GOODS ARE NOW THE NORM

HEALTHIER. GREEN. NATURAL. ORGANIC. GOOD IS NO LONGER ENOUGH. INFORMED CONSUMERS WANT TO UNDERSTAND THE ORIGINS OF THEIR SHOPPER DECISONS AND THE BUSINESS BEHIND IT.

THE SHOPPER JOURNEY IS CRITICAL FOR BRANDS AS THIS IS THE REALISATION ON THE PRODUCT PROMISE. IF THERE IS NO DIFFERENTIATION FROM THE COMPETITION, SHOPPERS WILL QUESTION THEIR UNDERSTANDING WHEN FACED WITH RETAIL REALITY.

'GOOD' NEEDS TO BE PART OF THE EXPERIENCE WITH THE BRAND AND NOT JUST THE PRODUCT. THE PHYSICAL SHOPPING EXPERIENCE WITH THE PRODUCT, PACKAGING AND IN-STORE MUST COMPLETE THE STORY.

REDEFINING THE EXPECTATIONS OF LUXURY IN STORE

IN A WORLD WHERE WE CAN ALL HAVE A "ROCK STAR" HOLIDAY, WHAT LUXURY MEANS HAS CHANGED. EVEN IN RECESSIONARY TIMES THE DEMAND FOR LUXURY GOODS IS EXPLODING.

RETAILERS AND BRANDS ALIKE NEED TO REDEFINE WHAT LUXURY MEANS AND INSTORE IS CRITICAL IN BUILDING ADDED VALUE WITH THE SHOPPER.

COMPLETE BRAND EXPECTATIONS THROUGH THE SHOPPER JOURNEY TO PURCHASE. DIFFERENTIATE & JUSTIFY PREMIUM EXPERIENCES AND PRODUCTS WITHIN THE NOISE OF RETAIL AND PRODUCT CATEGORY. USE RETAIL TO ADD VALUE AND ELEVATE BRANDS TO GIVE SHOPPERS REASON TO INVEST OR INDULGE.

MERGING MOBILE, SOCIAL & REAL WORLD RETAIL

THE SHOPPER JOURNEY USED TO OCCUR IN ONE LOCATION. TECHNOLOGY HAS CREATED THE OPPORTUNITY TO INTEGRATE AND CREATE NEW SHOPPER EXPERIENCES, MERGING TRADITIONALLY SEPARATE JOURNEYS. INFORMATION, DECISION MAKING AND PURCHASING IS NOW FLUID AND MOBILE.

AS SOCIAL SPACES BECOME ACCEPTABLE FOR BRANDS TO CONNECT DIRECTLY WITH CONSUMERS, THESE SPACES ARE BEING USED TO BUILD CONNECTIONS, BUT ALSO TO CREATE SHOPPER OPPORTUNITY.

BRANDS NEED TO BREAK THE BOUNDARY AND CONVENTIONAL THINKING IN UTILISING TRADITIONAL POINTS OF PURCHASE. RETAIL IS A REAL WORLD OPPORTUNITY TO CREATE NATURAL MOMENTS WHERE YOU CAN GIVE AND RECEIVE WITH CONSUMERS, ADDING VALUE TO THE SHOPPER JOURNEY AND BUILDING BRAND EXPERIENCE AND LOYALTY.